MBA 500 7-2 Project Three Milestone Memo
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Apr 3, 2024
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MEMO
To
:
Don Washington, Director of Marketing, Rewards Membership
Alva Ramirez, Director of Sales, Rewards Membership
Anne Hernandez, CEO
From
:
Jessica Daniels
Subject
:
Addressing Legal Team Concerns on Low-Income Marketing and Sales Plan
Executive Summary
Recently the legal departments conducted a review of our proposal in which we would like to expand the rewards programs into the lower income communities. Through their memo they provided a legal requirement that that issued a cause for concern. The legal requirement was in regard to the collection of certain privacy data. In addition, there was an ethical concern which alluded to the direct marketing to the lower income populations. At this time, both of these issues need to be addressed in effort to move forward with the expansion. Addressing One Legal Issue
In order to address the legal issue, I thought to rereview the memo in efforts to make sure that all aspects are taken into consideration. Majority of the legal concern surrounds the California Consumer Privacy Act. This exposed the fact that we are not limiting the data collection based on those rights. We would need to make sure that we are only taking relevant information, offering the option for our members to opt out of providing said information, and lastly consider the vulnerabilities that we face when it comes to our younger consumer base and the potential consumer base that we are attempting to expand to, the lower income population. It is crucial to implement necessary practices, so we do not lose a consumer base by making them feel forced to provide such information. Addressing One Ethical Issue
Additionally, when it comes to the ethical issue, I wanted to make sure that we treaded carefully as discussing the lower income population can be tricky. With that being said, the main ethical concern as it relates to the expansion to the lower income population was the fact that if we are expanding it needs
to be in a way that we are providing value to their lives. This involves communicating with them in a way
they understand when we are marketing our product to them. We must really consider their backgrounds and what they may have faced. In other words, we do not want them to feel as though we
are targeting them in effort to add to our consumer based. We want them to know that we value their business just as much as we do our other customers. Providing a recommendation
The importance of reviewing and considering the CCPA will assist us in making sure that we are taking information that we actually need and not invading the privacy of our consumer. Additionally, not making them feel forced to do so. As discussed in the original memo, we need to also get the appropriate consent for individuals under the age of 18. Lastly, we can work together with the legal team to make sure that the language we use is appealing to the newly targeted consumer base. This way
they know that we are not just putting together unnecessary or hard to understand terms and conditions get to get their business.
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